The new insurer will operate in the “higher than average premium market”.

The new brokerage, based in a 5,000 sq. ft. office at Eurocentral, aims to create 140 jobs in the next two years.

Devine, previously group managing director of Kwik Fit Financial Services, a former chief executive of GE Money Loans and former commercial director for Ageas Retail, will head up the new brokerage.

Steve Hardy, co-founder of SwiftCover, and Peter Hubbard, chief executive of UK General Insurance Ltd, have joined the board as non-executive directors.

The company has also recruited Stevie Sutherland, formerly of Ageas Retail, as commercial director, while Eileen McFadden, formerly of Towergate Insurance, takes up the position of operations director.

Vincent Goldie joins the business from AXA Commercial as head of finance and Michael Lynch has joined the board from Hastings Direct and Kwik Fit Financial Services as marketing director.

Commenting on the launch, Devine said: “With financial backing from high profile, sector-relevant sources and a management team with diverse experience, insight and know-how, we feel we have an excellent base from which to launch a brand new insurance broker to the market.

“Our business model has been carefully developed to widen the choice and accessibility of insurance to an area of the market that I believe has had limited options in the past.

“We have been working closely with a panel of some of the country’s leading insurance companies to create the right product at the right time for today’s audience.

“This is an exciting period for everyone involved in Sure Thing! and we are all dedicated to creating a brand that consumers relate to and trust.

“Our priority will be delivering first class customer care and that’s what people can expect when they encounter Sure Thing!”